Philips Norelco recently launched the new SensoTouch 3D shaver and with it came ‘The Game Has Changed’ marketing campaign. The experiential marketing event was tied in with Disney’s TRON: Legacy. Philips Norelco offered tickets to an advance screening of the film in 16 cities, greater Boston being one of them. All of the advanced screening premiers took place at Imax 3d theaters.

The event had a Philips Norelco footprint set up where people lined up for the movie and included Tron character cutouts, displays of the shavers, and photo and poster give-aways. In my opinion the campaign was a great way to reinforce the prestige of the product. TRON and Philips Norelco may seem like a far-fetched collaboration, but offering complimentary tickets to an advanced screening of an eagerly awaited film definitely creates a prestigious brand image.